Pinterest Tag

Why Pinterest Advertising Works for Ecommerce

Pinterest is fundamentally different from other social platforms. While Facebook and Instagram are entertainment-first feeds where ads interrupt the experience, Pinterest is a visual search and discovery engine where users actively look for products, ideas, and inspiration. Over 80% of weekly Pinterest users have made a purchase based on content they saw on the platform. This is not accidental — people come to Pinterest with intent.

With over 450 million monthly active users, Pinterest is particularly strong in categories like home decor, fashion, beauty, food, DIY, weddings, and lifestyle products. If your store sells in any of these verticals, Pinterest advertising can deliver exceptional return on ad spend — but only if you have proper conversion tracking installed.

What the Pinterest Tag Tracks

This module installs the Pinterest base tag and fires the following events:

• Page visit — base tag fires on every page, building a complete picture of your Pinterest-referred traffic.
• Checkout/Purchase — fires on the order confirmation page with order value, currency, order ID, and product line items. This is the primary conversion event that Pinterest's ad algorithms optimize toward.

The checkout event includes product-level data that enables Pinterest to understand which products drive conversions, powering their Dynamic Retargeting ad format that automatically shows visitors the products they viewed on your store.

How It Improves Your Pinterest Advertising ROI

Conversion Optimization

When Pinterest's ad system receives conversion data from your tag, it learns the characteristics of users who actually purchase from your store. Your Promoted Pins campaigns can then optimize for conversions rather than just clicks, progressively targeting users who are most likely to buy. Stores with the Pinterest Tag installed typically see 2-3x improvement in ROAS compared to click-optimized campaigns.

Retargeting Audiences

The base tag enables several powerful audience types in Pinterest Ads Manager:

• All visitors — retarget everyone who visited your store in the last 30, 60, or 180 days
• Product viewers — retarget people who viewed specific products but didn't purchase
• Cart abandoners — reach people who showed strong purchase intent
• Past purchasers — cross-sell or upsell to existing customers

Pinterest retargeting is highly effective because the platform's visual format naturally showcases products. A Promoted Pin showing the exact product someone viewed on your store feels native to the Pinterest experience, not like an intrusive ad.

Actalike Audiences

Pinterest's version of lookalike audiences (called Actalike audiences) uses your conversion data to find new users who behave similarly to your buyers. The more accurate your conversion data, the better these audiences perform.

Pinterest's Unique Ecommerce Advantages

• Long content lifespan — unlike Facebook/Instagram posts that die within hours, Pins can continue driving traffic for months or years. A well-performing Pin keeps generating views and clicks long after the initial promotion.
• Visual search — Pinterest's Lens feature lets users search by photo. If your products appear visually appealing, they can be discovered through visual search without any advertising spend.
• High average order value — Pinterest shoppers tend to spend more per order than shoppers from other social platforms, making the higher CPC worthwhile.
• Shopping catalog integration — Pinterest allows you to upload your product catalog, creating shoppable Pins that show price, availability, and direct links to your store.

Technical Implementation

• Async loading — the Pinterest tag loads asynchronously from Pinterest's CDN, never blocking page rendering.
• Event deduplication — checkout events include the order reference as a unique event ID to prevent double-counting.
• No external dependencies — vanilla JavaScript, compatible with any PrestaShop theme.
• Multi-currency support — currency codes are passed dynamically with conversion values.

Setup

1. Go to Pinterest Ads Manager → Conversions → Pinterest Tag.
2. Copy your Tag ID (a numeric value).
3. Install this module in PrestaShop, paste the Tag ID, and save.
4. Use the Pinterest Tag Helper Chrome extension to verify events are firing.